Case Study: Rockstar Industries makes microphones for the professional music industry. Almost all the employees at the company are white male aged 50-60. Rockstars' customers are from around the world and include almost all ethnicities, religions, sexual orientations, age and other. Sometimes the employees at Rockstar have a hard time relating to customers and are known in the industry as not being very attentive to customers unique needs and culture. Rockstar's team appears to make assumptions about customers and these assumptions are often wrong